Trade show marketing can be expensive. Exhibit space fees, travel expenses, accommodations -- even your time away from the office -- it all adds up very quickly. 

So when selecting a trade show, it's important to carefully determine your objectives before you make the investment. 

First, let's take a look at four generally bad objectives for exhibiting at a trade show:

1. Because "we go there every year."  Don't exhibit just out of habit.  Make sure your decision each year for an event is based on results.
2. Because "our competitors always go there."   This trade show may be as equally ineffective for them, too! 
3. "It's a fun location" or "there is always cool, interesting stuff on the exhibit floor."  Trade shows are an expensive way to entertain yourself.
4. When a different marketing tactic might be more suitable to achieve the same or better results (such as direct mail, telemarketing, etc.)

Here are 15 objectives to consider before selecting a trade show.  It's ideal if you can achieve multiple objectives from this list at each event you choose.

1. Generate sales leads from your target market
2. Have opportunities to "upsell" to your current clients
3. Enter a new market
4. Introduce a new service
5. Educate prospects about your service
6. Build awareness of your company, your credentials and/or capabilities
7. Gather information about your competitors
8. Get press or publicity
9. Identify and interact with potential new clients
10. Meet with key and/or multiple decision makers of your client
11. Have an opportunity to speak at a conference track
12. Identify and recruit possible partners
13. Identify and recruit new employees
14. Show that you support your industry
15. Conduct market research (surveys, industry trends, etc.)

Once you have determined your primary objectives for a trade show marketing opportunity, you should then focus on ways that you can specifically measure the outcomes.